How to I keep my current customers and get new ones without breaking the bank?!?
One of the top ten reasons restaurants fail – lack of connectedness to customers
We have all heard it, its cheaper to keep a customer than get a new one. But how do we do that? And what is the most cost-effective way to get new customers?
There are a whole lot of ways to spend your money on advertising: local guidebooks and magazines, chamber of commerce promotional materials, yelp, trip advisor, google ads, newspapers, yellow pages (does anyone use these anymore?), trade magazines, tv ads, radio, social media posts- boosting these and social media advertising, supporting local sports teams, advertising in playbills for theaters, movie theater ads, the list goes on and on and on and on!!!
You could spend much more than you make if you chose to advertise everywhere. Be smart, be real to who you are and what your business is about and choose wisely.
I highly recommend consistent social media posting to keep your current guests engaged and to help build a following. Learn as much as you can about each platform and use the free tools as much as possible. Watch the results of your efforts and build on what you do with paid “boosting” here and there for promotions. Only boost when you have a goal in mind. It can be “build your followers by one hundred” or “fill Thursday night dining room seats”, or “Get 20 more reservations for next week”. Then watch how the promotion works. Tweak as you go, and only repeat if you see results.
Remember, you need to keep the current customers, too. So how do you do that? Every time they are in your restaurant, you need to be marketing to them. How? Signs promoting an upcoming event, table tents with specials and comment cards ASKING FOR THEIR CONTACT INFO!!!!
So very important to get your customers’ contact information. This means name, address, phone number and e-mail address. If they are attending a special event, like a wine dinner or cooking class, you should “tag” that in their info as well. This information helps you to segment your marketing to specific zip codes and interests. It also allows you to market in several ways.
If you don’t already have a mailing list, you MUST start one. Its important to be regularly communicating with your guests. There are several apps you can use for e-mailing. If you have less than a few thousand addresses, Mailchimp is free. I like Mailchimp because it is very user friendly, they have lots of templates you can use, and you don’t have to be a graphic genius to use it.
When sending out your e-newsletters, be sure to include something just for your subscribers – an advance invite to special events, a discount of some sort, or a sneak peek to a new menu item. Include something that will make them want to read those e-mails EVERY time.
As I said, make sure to include addresses, so you can send specific promos to those within five miles of your restaurant. These folks should be your “regulars” simply due to proximity. You can send advance notice to those further out for special events. And of course, make sure to send incentives to those that regularly attend those special events to bring a friend.
Regular social media posting, and e-newsletters are free and low-cost ways every restaurateur should be marketing. All the other options are just that, “optional.” How do you choose those other options?
Start with your location and work your way out. If you are near the theater district, no-brainer! Choose the theater you like best and talk to them about an ad in their playbill – but be sure it includes an on-line link to your restaurant on their website. Include a coupon or discount if they mention the theater- so you can track it. Train your crew to make note of those diners that mention/receive the discount. Track the dollars that come in from the promotion and make sure you cover your costs.
I also really like marketing through networking. Get involved with your local chamber of commerce. Regularly attend meetings, offer to hold a mixer at your restaurant. Get to know other businesses in your area. We recommend businesses owned/operated by people we know and like. Be one of those people.
Offering gift certificates for fundraising events is another great way to advertise. It gets your name out there, and you only pay if it works. That’s my favorite kind of advertisement! You would be surprised at how many gift certificates go unused. USA Today, says 47% of gift cards go unused each year. If you are donating the certificate, you can put an expiration date on it. Some states (like California) will require you to call it something else – because they have rules about expiring gift certificates, so investigate that in your state.
So much more to talk about with marketing – so keep an eye out for future posts!
Here’s to your success-
Joan, Your Restaurant Maven
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